The New Positioning: The Latest on the World's #1 Business Strategy

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Repositioning an

Oil Company

P

rivatization has become a big buzzword in the global econ-

omy. And going from “government-owned” to “privately

owned” calls for—you guessed it—repositioning.

Such was the case when Spain’s national oil company pri-

vatized. When the government was in charge, it was all the

National Institute of Hydrocarbons. Then a new company

called Repsol was formed, and in 1989, stock was sold to the

public.

When the dust settled, the new company had three of the

country’s gasoline brands and about half of its gas stations.

There was a new brand created when the company went pri-

vate (Repsol). Then there was the old, well-known brand ...